Binge set to follow Netflix with new ad-supported tier in 2023

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Binge looks to beat subscriber slump

House of the Dragon on Binge
(Image credit: Binge / HBO)

Following hot on the heels of Netflix's decision to introduce an ad-supported tier next month, the Foxtel Group has announced plans to do the same for its Binge streaming service early next year.

Set to arrive during the first quarter of 2023, Binge's new ad-supported tier is being introduced as a way to offset the slowdown in subscriber growth that has started to affect the entire streaming landscape. 

Binge with ads: What to expect

Speaking at the Foxtel Upfront 2023 event in Sydney, Frain explained that "Opening up advertising on Binge is going to allow brands to appear alongside some truly world class content and add immense scale to our network."

He continued, "We are emphasising the power of the weighty one-two punch of advertising on Kayo and Binge simultaneously."

While pricing for Binge's new ad-supported plan has yet to be announced, Foxtel did reveal that ads would be limited to just four minutes per hour, and that subscribers would always have the option of upgrading to one of the service's ad-free tiers.

Netflix and Binge aren't the only streaming services set to bring ad-supported tiers — the US version of Disney Plus is set to introduce ads in December, though no timeline has been announced for Australia at this point.

Stephen Lambrechts
Stephen Lambrechts

Stephen Lambrechts is the Managing Editor of Tom's Guide AU and has written professionally across the categories of tech, film, television and gaming for the last 15 years. Before Tom's Guide, he spent several years as a Senior Journalist at TechRadar, had a brief stint as Editor in Chief at Official Xbox Magazine Australia, and has written for such publications as APC, TechLife Australia, T3, FilmInk, AskMen, Daily Telegraph and IGN. He's an expert when it comes to smartphones, TVs, gaming and streaming. In his spare time, he enjoys watching obscure horror movies on physical media, keeping an eye on the latest retro sneaker releases and listening to vinyl. Occasionally, he also indulges in other non-hipster stuff, like hiking.